The Structural Effect of Indirect Comparative Advertisements on Consumer Attitude, When Moderated By Message Type and Number of Claims

The effectiveness of direct comparative advertising is fairly well-known and understood by advertisers. It is the major contribution of this paper to show that indirect comparative advertising (where the competitors name is not specifically mentioned) is also effective in changing attitudes and purchase intentions. The second contribution of this paper is to show that the effects of such comparative advertising upon attitudes and intentions are mediated by both the number of comparison points made and how convincingly the comparisons are substantiated.



Citation:

Na WoonBong, Son Youngseok, and Roger Marshall (2006) ,"The Structural Effect of Indirect Comparative Advertisements on Consumer Attitude, When Moderated By Message Type and Number of Claims", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 239-243.

Authors

Na WoonBong, Kyunghee University, Seoul, Korea
Son Youngseok, Hallym University, South Korea
Roger Marshall, Auckland University of Technology, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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